Google AdWords Search Advertising Exam – Questions & Answers (2017)

A florist is advertising 5 types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on “roses”?

The home page, showing 5 types of bouquets that include roses

The “Contact us” page

The page on which people can sign up for coupons

The page showing rose bouquets

You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accommodations after they’ve arrived in France. What language and location should you target?

English; the 25-mile radius around the bed and breakfast

French and English; the 5-mile radius around the bed and breakfast

English; the United States

English; southern France

Your client sells gardening supplies online. You suggest she use sitelinks because they can:

take people to subpages on her site about gloves, tools, and fertilizer

be used with Shopping campaigns

take people to blogs about gardening

bring people to her site from blogs about gardening

An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display:

a page of the top-selling dresses for all seasons.

a catalog of all dresses available on the website.

several colors of spring dresses.

spring dresses, skirts, belts, and shoes.

You’re reviewing the campaigns of a new client who wants to better promote his child daycare facility to parents researching childcare on their mobile devices. Currently, his ads include generic text about childcare. To optimize his ads for mobile, you might create an ad with:

the computer version of the facility’s website as the landing page, and a headline and description text that encourages people to sign up for the facility’s newsletter

a headline and description text that includes a customer testimonial, and uses the previous visits automated ad extension to let people see when they last visited the client’s website

the mobile version of the facility’s website as the landing page, and uses an interactive video showing current students and teachers reading together

a headline and description text that encourages people to sign up for a tour, and uses location extensions so they know where the client’s business is located

An advertiser wants to improve the position of ads on Google but isn’t willing to raise bids. What else could increase Ad Rank?

Lower bids on keywords with a low click-through rate (CTR)

Change keyword match types from exact match to phrase match

Make changes to improve the components of Quality Score

Review impression share data to identify missed opportunities

Keyword Planner can do all of these things except:

suggest keywords and ad groups that may not have occurred to you

multiply keyword lists together

provide Quality Score estimates and validate keywords

provide historical statistics on search volume

You can use the AdWords Application Programming Interface (API) to:

integrate AdWords data with your inventory system

integrate AdWords data with multiple manager accounts

override AdWords functions you don’t need

integrate data about competitors into your account

If your choose a target cost-per-acquisition (CPA) of US$15, AdWords will automatically adjust your bids to try to get as many conversions at what amount, on average?US$15US$18US$30US$45

Obi added a sitelink extension to her text ad and and wants it to show as often as possible. What’s the best way to achieve this?

Raise her maximum cost-per-click (max. CPC)

Lower her maximum cost-per-click (max. CPC)

Add a second type of extension

Lower her Ad Rank

Jonathan, who has a Bay Area sailing excursion business, notices that his text ads show below a competitor’s in search results when people enter keywords like “sailing excursions on San Francisco Bay.” Which automated bid strategy could help him attain the top position?

Enhanced cost-per-click (ECPC)

Target outranking share

Target return on ad spend (ROAS)

Maximize clicks

You have an online electronics business and you’ve set up an ad group for digital cameras. What keywords could make this ad group as effective as possible?

Brand names of your top competitors’ cameras

Words from headlines on your website, like “electronics” and “sale on cameras”

General phrases related to photography, like “camera lens” and “camera base”

Words in your ad text, like model names of digital cameras

You manage the campaigns for a client that runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure the ads show?

Raise the target cost-per-acquisition (CPA) bid

Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages

Use target outranking share bidding

Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning

An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?

The Quality Score for the account was reset after the ad was edited.

The edited ad is less relevant to the keywords within the ad group.

The edited ad has a lower conversion rate after the changes were made.

The advertiser’s landing page is down for maintenance.

Megan enabled target cost-per-acquisition (CPA) bidding in all six of her campaigns. How can she tell if it’s improving her campaign performance?

Compare average CPA and conversion rate before and after using target CPA bidding

Enable and disable target CPA bidding every other day to observe differences

Install a new conversion tracking code

Monitor overall changes in clicks received

An advertiser who uses ad scheduling has a custom bid adjustment for 9 p.m. to 12 a.m. on weeknights. The normal bid is £0.40 and the bid multiplier is -25%. How much is the advertiser bidding for that time period?

£0.30

£0.03

£0.32

£0.31

If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:

add a call extension

add a sitelink extension

run an app install ad

include the word “install” in the ad text

The automated “Maximize clicks” bid strategy attempts to get advertisers the most:

clicks for their daily budget

conversions based on their conversion goals

impressions in their preferred position range

impressions for their daily budget

Which is a best practice for writing an effective text ad?

Use all capital letters in the headline

Make sure the headline wraps to two lines

Capitalize the first letter of each word in the headline

End the headline with an exclamation point

Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers, and tablets?

Click-through conversions

Cross-OS conversions

Cross-through conversions

Cross-device conversions

In order to differentiate ads from the ads of competitors, advertisers creating text ads should:

Use special characters, such as asterisks or hashes.

Mention competitor offers and prices.

Use exclamation points and capital letters.

Include prices, promotions, and a call-to-action.

With call extensions, a customer who searches for Thai food on her mobile phone can see an ad for a Thai restaurant, along with a phone number, and make the call with one click. How is that priced?

The same as when someone clicks on an ad

Flat fee, based on the caller’s phone model

Negotiated in advance, with bulk discounts

By the minute, based on the length of the call

An ad group contains the phrase-matched keyword “underwater camera.” Which search query may trigger an ad in this ad group to display?

camera for use underwater

underwater camera case

affordable underwater digital camera

water-proof camera

You can use target cost-per-acquisition (CPA) bidding to help:

A) get as many conversions as possible within your budget

B) get as many conversions as possible within a flexible budget range

C) get as many clicks as possible within your budget

D) generate more clicks than manual bidding would generate

Which statement is true?

Ads with call extensions only let people call the business

Call extensions send people to a landing page with a phone number

Call-only ads are available exclusively on the Display Network

Call-only ads only let people call the business

An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?· AdWords Application Programming Interface (API)· AdWords Editor· Automatic cost-per-click (CPC) bidding· My Client Centre (MCC)

You’re working on the bidding strategy for a Search Network campaign. If the cost-per-conversion for mobile is lower than for desktop, how might you optimize the bidding strategy to increase the number of conversions?

Increase the mobile bid adjustment for the campaign

Decrease the mobile bid adjustment for the campaign

Increase the number of mobile-optimized text ads

Decrease the number of mobile-optimized text ads

What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time it’s eligible to appear?

A) Manual bid changes

B) Forecast data

C) Historical conversion data

D) Test conversions

You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which result is most likely?

Receive more conversions while paying more on average per conversion.

Receive fewer conversions while paying more on average per conversion.

Receive more conversions while paying less on average per conversion.

Receive fewer conversions while paying less on average per conversion.

You’re using target search page location bidding. You know it’s working because you see your ad:

on the first page of Google search results or in the top positions

repeatedly mixed in with the organic search results

on the second page of Google search results or in the second positions

at the bottom of the every page of search results

An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?

Increase the target CPA bid

Set the campaign budget to a 30-day cycle

Specify the bid amount for each individual campaign

Try a different automated bid strategy

Daley is managing multiple Adwords accounts for a grocery store chain and using conversion tracking. What might make her daily Adwords tasks simpler?

Nick sells 5 flavors of gourmet popcorn. Why is he bundling ads for his best-selling flavor, “Sweet & spicy coconut” with related keywords like “coconut snacks” in a single ad group?

To show ads promoting “Sweet & spicy coconut” to people searching for that flavor

To show ads promoting all the flavors to people searching for “gourmet popcorn”

To make sure “Sweet & spicy coconut” continues to be the bestseller

It’s most efficient to have a single ad group

Customers who want to increase app downloads should use which campaign type?

Ads in mobile apps

Mobile app installs

Mobile app engagement

Call only

If your campaign’s daily budget is US$20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic? · Up to US$24 · Up to US$21· Up to US$20· Up to US$30

If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the:

highest maximum cost-per-click (CPC) bid.

most historical data in the account.

best Quality Score.

highest Ad Rank.

Sarah manages 2 AdWords accounts for a client. Which tool would she use to search and replace a group of keywords across several ad groups?

Keyword Planner

AdWords Editor

AdWords API

Bid Simulator

You can add a “+”modifier in front of the words in a broad match keyword to:

specify that someone’s search must include certain words or their close variations

indicate that this keyword should be dynamically inserted in your ad text

specify that certain words and their close variants be prioritized

override a negative keyword with a positive one

Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?

Put special characters in the ad headline

Put the ad headline in all capital letters

Include his keywords in the ad text

Include his business address in the ad text

Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their body type. What could she do to bring in more prospective customers?

Add a call-only extension to her ad

Use the “Ads on mobile devices” campaign type

Include a link to her mobile website in her ad

Add a mobile-app extension to her ad

Which is a best practice for writing an effective text ad?

Use all capital letters in the headline

Make sure the headline wraps to two lines

Capitalize the first letter of each word in the headline

End the headline with an exclamation point

Which of these statements is true?

Location extensions appear when someone who’s physically near the business searches on relevant terms

Location targeting determines which business address appears in an extension

Location targeting enables location extensions

Location extensions appear when an advertiser targets a geographic location

To create a customer experience that’s relevant and useful at every touch point, a search advertiser should focus on:

launching a cross-device campaign

running ads only on mobile devices

addressing consumers’ needs

carrying over the theme of her traditional ad campaign to her online campaign

Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?

“Free shipping on CuStOm Ts”

“Design Your Own T-shirt”

“Custom Tees, Click Here”

“We sell custom t-shirts!”

Which report and metric should you analyze to see how often your client’s ads are showing above search results in comparison with other advertisers?

Top of page rate metric from the Auction insights report

Average position metric from the top mover report

Ad average position metric from the paid and organic report

Ad group data that you customize with the report editor

The keyword insertion code in an ad’s headline reads: “Buy {KeyWord:Books}.” The related ad appeared when a user searched “flower books” and the query expanded to a broad-matched keyword in the account, “gardening books.” In this example, how would the ad’s headline be displayed?

Buy keyword books

Buy Gardening Books

Buy flower books

Buy Books

Drew is selling math textbooks and using cost-per-click (CPC) bidding for his campaign. What’s the final cost each time his ad is clicked?

The projected maximum cost-per-click (max. CPC)

The average amount charged each time someone clicks on his ad

The average amount needed to make the ad appear somewhere on the page

The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction

Why would the data for a Search Network campaign show conversions but no view-through conversions?

A view-through conversion is counted when someone sees an image or rich media ad on the Display Network but doesn’t click, and later converts on the site

A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site

A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site

A view-through conversion is counted when someone sees an ad in Google Search and calls the business

Executives at a small e-commerce company are debating AdWords performance metrics. If the budget is unlimited as long as return on investment (ROI) is positive, which recommendation best positions the company for maximum profit?

Ad spend should always be 7% of revenue, which should be used as the target ROI

Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit

The company’s email campaigns are the most profitable, with a cost-per-acquisition of £15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids

Decrease the target cost-per-acquisition (CPA) for the campaigns from £15 to £10 to drive an increase in profit per customer

You have a budget of US$75 per day for your clients Search campaign and you’d like to set a maximum cost-per click (max.CPC) bid of US$1. How can you validate that this is the right bid amount for getting the most clicks?

Raise your max.CPC to US$3 cover possible competitive bids

Use bid simulators to see CPC estimates

Try various CPC amounts to determine the average

Bid across multiple ad groups to determine the average

Which is a best practice for creating a mobile-preferred ad?

Use the same format and content as you’d use for a laptop ad

Integrate mobile Flash video ads

Use a mobile-optimized landing page

Put your most important information in the second line of ad text

To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:

segment the campaign’s data by network and evaluate its performance on search partner sites

use Keyword Planner to evaluate how the campaign might perform better on search partner sites

review the top movers report to see if the campaign is getting more clicks on search partner sites

A new coffeehouse downtown would like to run an “afternoon espresso” promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?

Managed placements

Automatic bidding

Custom ad scheduling

Keyword Planner

What can you learn from attribution reports?

The series of steps customers take after completing a conversion, including information on ads, clicks, and other elements of a campaign

The series of steps customers take before completing a conversion, including information on ads, clicks, and other elements of a campaign

Budget usage for all Search campaigns, including limitations and opportunities for more traffic

The number of conversions the same customer completes after clicking an ad

One factor the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:

actual cost-per-click (CPC) of the ad showing one position lower on the page.

location targeting of the ad showing one position lower on the page.

cost-per-thousand impressions (CPM) of the ad showing one position lower on the page.

Ad Rank of the ad showing one position lower on the page.

If you’re currently using text, display, and video ads but also want to more specifically control spending on ads that appear when someone searches on Google, which additional campaign type would you choose?

Search Network with Display Select

Search Network only

Display Network only

Display Network, advanced

How might you explain to an account manager why she should identify how much a conversion costs when setting up conversion tracking for a client’s Search Network campaign?

Knowing the cost-per-conversion can help her better optimize the campaign’s keywords

Cost-per-conversion data can indicate whether her profit will increase

Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets

Cost-per-conversion data can be compared with competitors’ cost-per-conversion data

How would you determine the clickthrough rate (CTR) for a client’s search ads?

Evaluate the number of clicks the ad accrues per day

Divide the number of clicks the ad gets by the number of impressions it gets

Divide the number of impressions the ad gets by its average position

Divide the number of impressions the ad gets by the number of clicks it gets

Which statement about ad extensions isn’t true?

They show additional information about a business

They tend to improve an ad’s visibility

They often appear below the organic search results

They can help improve clickthrough rate

High quality ratings for an ad can:

increase its average cost-per-click (avg. CPC) bid

be achieved with an increase in bid

improve its position

increase how often people click on it

Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank?

An increased CPC bid leads directly to a small increase in Ad Rank.

CPC bid only affects Ad Rank on the Search Network.

An increased CPC bid leads directly to a large increase in Ad Rank.

CPC bid is one factor that affects Ad Rank.

Maria would like to target people who’ve already browsed her online clothing boutique by offering them a 10% discount on their first purchase. What tool should she use to reach these people on the Search Network?

Flexible bidding

Dynamic search ads

Remarketing lists for search ads

Retargeting lists for text ads

According to Google data, 70% of mobile searchers who’ve recently made a purchase have:

clicked to call a business from the search results page

visited a business’s website from the search results page

called a similar business from their phone

saved a business as a contact on their phone

Heather has a mobile app she wants people to keep using once they’ve downloaded it. How can she make it more engaging?

Customize the app for each format (phone, tablet, computer)

Add some large, memory-intensive graphics

Set up custom deep links

Use the bid strategy “Maximize engagement”

Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?

Optimize for clicks

Rotate evenly

Optimize for conversions

Rotate randomly

You might analyze exact match impression share data to get an idea of:

the percentage of eligible impressions you received for searches that exactly matched content on your landing page

the percentage of eligible impressions you received for searches that exactly matched your keywords

the number of times your ads were shown on the Search Network

the number of eligible impressions your broad match keywords received

You’re the account manager for a client who wants to increase reservations at her boutique hotel. You’ve been manually managing the bids for her campaigns, and you’re looking for ways to save time and optimize. How can you most effectively do this?

Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign

Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions

Search terms report data shows that people who click on ads promoting your prescription glasses were searching for terms like “wine glasses” and “drinking glasses.” Which might you add as negative keywords to prevent your ads from showing on such searches?

“prescription” and “glasses”

“drinking” and “glasses”

“wine” and “drinking”

“glasses” and “wine”

Which option can you use to capture potential business later in the day, even on a limited budget?

Bid capping

Bid allocation

Ad automation

Ad delivery

You have a food truck and want to reach people who are nearby on their mobile phones. Your maximum cost-per-click (max. CPC) bid is US$1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?A) US$2.80B) US$2C) US$1.70D) US$1.80

You’re reviewing the paid & organic search report for a client who runs a Maui snorkeling tour business, and you see that her business appears only in organic search for queries such as “boat snorkeling tour” and “beachside snorkeling tour.” You can use this information to:

increase the budget for all of her campaigns that contain these queries as keywords

create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords

lower the budget for all of her campaigns that contain these queries as keywords

increase the bids for the keywords that include the terms “boat,” “snorkeling,” and “beachside”

You have a maximum cost-per-click (max. CPC) bid of US$2 for a keyword. To determine the prospective impact of raising this bid to US$3, you could use:A) CPC SimulatorB) Portfolio SimulatorC) Bid SimulatorD) Keyword Simulator

Which allows advertisers to automate AdWords reporting and campaign management?

Use of Structured Query Language (SQL) server reporting services

Execution of multiple reporting tasks from multiple computers

Execution of repetitive Data Mining Extensions (DMX) queries

Use of an AdWords Application Programming Interface (API) web service

Someone searches on “laptop computers” and clicks an ad. Which landing page would be most relevant?

He can better understand what happens after potential customers click his ads

He can get an idea of how many people who’ve seen his ads actually became customers

He can get an idea of how many people double clicked his ads

A furniture store owner is creating her first AdWords campaign. What’s the best way to group her products?

Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds

Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network

Group them in a single ad group

Create a new campaign for every bed she sells in her store

True or false: Shopping Ads use Merchant Center product data to decide how and where to show.

True

False

True or false: Adding an extension to a text ad improves an advertiser’s Quality Score.

TRUE

FALSE

Dynamic search ads would be most helpful for:Moving an ads position dynamically in whatever direction a users eyes are looking.Campaigns that need to reduce exposure on competitive keywords.A local restaurant with a dynamically changing menu that offers fresh new entrees every few months.A global, online clothing retailer that changes its inventory seasonally.

You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?

Set a theme for each campaign and choose related keywords

Keep each keyword to a single word, rather than a phrase

Set a theme for each ad group and choose related keywords

Include more than 50 keywords in 1 ad group

Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?

It’s obvious on the landing page that she’s selling greeting cards

Some of her keywords are on the landing page

The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well

When people click the ad, they’re taken to the get-well category

Which is a best practice for optimizing a landing page for AdWords?

Several links to related websites

Easy-to-navigate content

The same programming language across the whole site

Prominent headlines in several font styles and sizes

You want to use AdWords to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they’re searching on Google or surfing a pet-supply website?

Search Network with Display Select

Display Network with Search Select

Display Network, advanced

Search Network, advanced

A successful AdWords text ad:

has a wrapping headline and at least 2 paragraphs of text

ties the call-to-action to the landing page

mentions at least 4 key selling points

talks about the advertiser’s reputation

To optimize a client’s campaign to get the most out of her mobile advertising, you can:

set shorter conversion windows to capture users who convert after researching on multiple devices

set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data

edit the campaign’s ad text to include information about how customers can purchase her product on their computers

use the maximize clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices

An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets AdWords editorial and professional requirements?

20-70% off LCD monitors

BUY affordable LCDs

**Free** shipping on LCDs

Cheap, cheap, cheap monitors

AdWords Editor lets users do all of these things except:

simultaneously make edits to multiple accounts online

keep working while offline

view statistics for all campaigns

export and import files

Small-business owner Marcos set up his AdWords campaign by thinking of “obvious” keywords off of the top of his head. What’s one way he might improve them?

Click the “Automatic keyword refresh” button

See the suggestions on the Opportunities tab

See the suggestions on the Keywords tab

Stick with the current keywords for 2 months to collect enough viable data